A new product, marketed as an 'energy sniff,' is gaining traction by intentionally mimicking the aesthetic and delivery method of cocaine. The product, an Austrian brand named Wildkraut, contains powdered caffeine mixed with alpine herbs and amino acids, designed to be snorted for rapid absorption.
Wildkraut arrived in Britain at the end of last year and is available online for £24.90 per 1-gram bottle, with flavors like Classic and Menthol. While a disclaimer requires users to be over 18, no age verification is reportedly in place. The marketing heavily utilizes vibrant colors and fast-paced music, featuring videos of individuals using the powder in various social and athletic settings, a style heavily borrowed from illicit substances.
Sean Price, chief operating officer of Wildkraut's British arm, explained that the product's inspiration traces back to a plant called masterwort, traditionally chewed by farmers in the Alps to combat fatigue. The founder, Eugen Foltera, sought a more modern delivery method. Price stated that energy drinks often contain excessive sugar, and coffee may not suffice for individuals needing multiple servings. Wildkraut's powder, he claims, offers a rapid caffeine boost for specific needs.
Wildkraut currently operates in ten countries, with Germany being its largest market. Price suggested that European consumers are more open to experimental consumption methods than Britons. When questioned about the product's resemblance to cocaine use, Price acknowledged the visual association but argued that Europeans have a more nuanced view of powdered substances due to the historical practice of snuffing tobacco. He asserted that snorting is the brand's unique selling point, drawing attention through its provocative nature.
Price identified several target demographics, including lorry drivers, shift workers, students, bodybuilders, and gamers. He described online streamers seeking a caffeine boost without the sugar and additives found in energy drinks as a significant consumer group. While acknowledging the existence of 'Festival Packs,' Price maintained that the party scene is a secondary market for the product, which he personally uses as an "emergency caffeine hit."
Critics question whether Wildkraut's approach normalizes or glamorizes cocaine and other illegal drugs by mirroring their usage. Price countered that such perceptions depend on an individual's mindset and that for him, it is simply a "normalised method of caffeine delivery."
Professor Harry Sumnall of Liverpool John Moores University, a substance use researcher, views energy sniffs as less of a concern for glamorizing drugs and more as an indicator of how far drug use normalization has already progressed. He suggests that Wildkraut is indeed marketing with this existing normalization in mind. Unlike American brands that overtly package products with fake currency, Wildkraut's approach is considered more subtle. However, Sumnall warned that even caffeine, when consumed excessively, can disrupt sleep, attention, and mood, and that energy sniffs fall into a regulatory gray area, as they are not classified as food, medicine, or supplements.
Concerns also exist regarding the physical risks of inhaling any powder. While not as severe as the nasal septum damage associated with cocaine addiction, repeated insufflation can harm the nasal lining over time. A 2024 study in The Lancet indicated that caffeine itself may cause damage to nasal cells when delivered in snortable powder form, highlighting unknown nasal toxicity. Wildkraut disputes these findings, citing a dermatological test rating their product as "excellent," though long-term studies on its nasal effects are lacking. Ultimately, the rise of energy sniffs may reflect a broader societal normalization of drug culture, where the choreography of drug use is adopted and commercialized, even when the substance itself is legal. The product is available in various flavors, including Classic and Menthol. Wildkraut now trades in ten countries, with Germany its biggest market. 
